so you have a mobile friendly website ... what now?

lots of people can tell you

@BridgetRandolph

why

you need a mobile-friendly website.

@BridgetRandolph

and

lots of people can tell you

@BridgetRandolph

how to build one.

@BridgetRandolph

you can find the flowchart, and whole best practice guide at:

http://www.distilled.net/training/mobile-seo-guide

Why Mobile’s Important2012 KPCB internet trends updateGoogle Think Insights reportGoogle DataboardFull Value of Mobile calculatorThe Mobile PlaybookOur Mobile PlanetGlobal Mobile Stats 2013Ericsson Mobility Report 2013

Building a Mobile SiteMobile Web Design TipsDistilled’s best practice guideDesigning for SEO

Understanding Your Mobile VisitorsGoogle Analytics for Mobile

Mobile SEOKeyword Research for mobileResponsive SEO Tune-upOptimizing your local presence for mobile Mobile SEO AuditOptimizing a separate mobile siteSEO of Responsive Web DesignImpact of Google Smartphone Crawler 1Impact of Google Smartphone Crawler 2Impact of Google Smartphone Crawler 3Google’s mobile development guidelinesGoogle blog - mobile and ranking factors

Thinking More About Mobile‘What is “Mobile”?’Mobile Strategy for Small Businesses

@BridgetRandolph

basic requirement for any online brand.

@BridgetRandolph

57% of users

won’t recommend a business with a poorly designed mobile site…

@BridgetRandolphSource

…and 40% have

turned to a competitor’s site after a bad mobile experience.

@BridgetRandolphSource

if you’re just starting to think about this…

@BridgetRandolph

…you’re falling behind.

@BridgetRandolph

you don’t need me to convince you.

@BridgetRandolph

today I want to talk about…

@BridgetRandolph

…what happens next.

@BridgetRandolph

Bridget RandolphConsultant, Distilled

bridget.randolph@distilled.net

@BridgetRandolph

“So you have a mobile-friendly website…what now?”

BRIDGET RANDOLPH

big picture trends,

@BridgetRandolph

case studies,

@BridgetRandolph

examples,

@BridgetRandolph

tactics @BridgetRandolph

the theme is

@BridgetRandolph

onlineeverywhere

by 2017,

85% of the world’s population

will have 3G coverage.@BridgetRandolphSource: Ericsson Mobility Report

internet.org initiative from Facebook

@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update

internet in year 2000

mobile data

in 2012

mobile data usage in 2012 was

12x the size of

the entire internet in 2000

@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 20180

20

40

60

80

100

120

140

160

Mobile Data Usage

Mobile Data Usage

12x growth in 12 years

12x growth in 6 years

2013

we’ll be more

connected than ever

@BridgetRandolph

you'll reach

people

you can't reach any other way.

@BridgetRandolph

a multiscreen,

device-agnostic world.

@BridgetRandolph

mobile can’t just be

an add-on anymore.

@BridgetRandolph

There’s no such thing as ‘mobile’.

THE Will Critchlow

@BridgetRandolph

There’s no such thing as ‘mobile’ for the user.

THE Bridget Randolph

@BridgetRandolph

it’s not a separate channel…

@BridgetRandolph

it’s a

technology.

@BridgetRandolph

There’s no such thing as ‘mobile’ for the user.

THE Bridget Randolph

@BridgetRandolph

making it easy for users is

really f***ing

hard.@BridgetRandolph

don’t be lazy.

@BridgetRandolph

asking the

right questions

3 scenarios:

@BridgetRandolph

“Average Joe Corp.”

@BridgetRandolph

How do we do ‘mobile’?

@BridgetRandolph

• separate m. site • app• SMS promotions

@BridgetRandolph

“Early Adopters Ltd.”

@BridgetRandolph

how do we stay ahead of the next big mobile tech trend?

@BridgetRandolph

• big data tools• Aurasma tech app• solar charger to print ad

@BridgetRandolph

“User-Driven Business, Inc.”

@BridgetRandolph

How can we take advantage of new

tech to anticipate our users' needs?

@BridgetRandolph

user-centric.

@BridgetRandolph

we need to become like

User-Driven Business, Inc.

@BridgetRandolph

because our

customers are

people.@BridgetRandolph

and

technology is for

people.@BridgetRandolph

make mobile a

core part of your customers’ journey

@BridgetRandolph

and keep the

user at the centre.

@BridgetRandolph

Discover Explore Buy Engage

Discover

77% of

mobile searches are near a PC

@BridgetRandolphSource: Google Databoard

@BridgetRandolphSource: Google Databoard

@BridgetRandolphSource: Google Databoard

big trendseamless and consistent UX across all devices

@BridgetRandolph

3 main areas website search social

@BridgetRandolph

website

@BridgetRandolph

responsive design is fine.

@BridgetRandolph

but it’s a basic approach.

@BridgetRandolph

small steps: Consider using dynamic serving

by user agent

@BridgetRandolph

small steps: “content everywhere”

@BridgetRandolphFor more information see the book by Sara Wachter-Boettcher.

CREATEONCEPUBLISHEVERYWHERE

@BridgetRandolphmy full deck on Slideshare

small steps: “content everywhere”

case study: BBC Food hub pages

small steps: “content everywhere”

BBC Food saw an increase of

more than 150,000 visitors weekly from search alone

and

Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million.

@BridgetRandolphfrom the Content Everywhere book

small steps: “content everywhere”

small steps:long-term cookies for login

@BridgetRandolph

small steps:sync user accounts across all platforms

example: Amazon Kindle sync

small steps: sync user accounts

small steps:testing

have you visited your site on a mobile?

@BridgetRandolph

small steps: testing

easy hack for Chrome:using right click ‘Inspect

Element’ allows you to view your site as a mobile device

@BridgetRandolph

small steps: testing

@BridgetRandolph

go to settings

small steps: testing

@BridgetRandolph

small steps: testing

@BridgetRandolph

small steps: testing

change this to adjust the

screen width

and then refresh the page.

@BridgetRandolph

small steps: testing

small steps:mobile CRO and user testing

@BridgetRandolph

Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing

@BridgetRandolph

small steps: mobile CRO and user testing

search

@BridgetRandolph

big trendit’s the same person regardless of device.

@BridgetRandolph

context

and

user intent@BridgetRandolph

case study: Bravissimo

result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate.

@BridgetRandolphSource

case study: Bravissimo

example: Google Implicit Search

example: Google Now

big trendanticipating the users’ needs before they are aware of them

@BridgetRandolph

example: Corcoran Group

…connecting with home buyers even before they are in the

market for a new home.

The Mobile Playbook

@BridgetRandolphSource

example: Corcoran Group

social@BridgetRandolph

social

is a huge

channel for mobile.

@BridgetRandolph

4 out of every 5people who use Facebook daily

access it on a mobile device@BridgetRandolph

social marketing

ISmobile marketing.

@BridgetRandolph

brands no longer own the conversation.

@BridgetRandolph

@BridgetRandolph

small steps:allow your social media team to engage in a conversational way

@BridgetRandolph

example: Dolphin Pub and Douwe Egberts

@BridgetRandolphread the full conversation here.

big trendpermission’s not enough anymore.

@BridgetRandolph

filter bubbles and curation

small steps:create content which people will

want to share

@BridgetRandolph

big trendpeer-to-peer marketingask yourself:

“is it good enough to tell my friends about it?”

@BridgetRandolph

small steps:make your content mobile-friendly

@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device

@BridgetRandolph

Discover Explore Buy Engage

Explore

once your users have

discovered your brand,

@BridgetRandolph

that’s just the

beginning.@BridgetRandolph

you need to be aware of

their journey.

@BridgetRandolph

4 main areas tracking showrooming personalisation online/offline integration

@BridgetRandolph

tracking

@BridgetRandolph

track the

person,

not the device

@BridgetRandolph

small steps:Universal Analytics

@BridgetRandolph

User Based Tracking

showrooming

@BridgetRandolph

Click icon to add picture

view showrooming as an

opportunity@BridgetRandolph

case study: Best Buy

in Feb 2013 they rolled out a permanent price matching

policy based on results of the pilot

@BridgetRandolphSource

case study: Best Buy

personalisation

@BridgetRandolph

small steps:recommendation engine

case study: LK Bennett

saw an 11% increase in

conversions from this segment.

@BridgetRandolphSource

case study: LK Bennett

another test saw a14% increase in conversions from

UK visitors when explicitly offered free 14 day returns.

@BridgetRandolphmore Qubit case studies

case study: LK Bennett

online-offline integration

@BridgetRandolph

what NOT to do…

example: IKEA catalogue app

big trendrecognise the value of every touchpoint/interaction along the customer journey

@BridgetRandolph

last-click attribution is the devil.

Discover Explore Buy Engage

Buy

but…what about the actual conversion?

@BridgetRandolph

2 main areas- smarter checkout paths- online/offline integration

@BridgetRandolph

smarter checkout paths

@BridgetRandolph

Could it be the case that mobile is simply more of a

research platform? 

Commenter on a blog post

@BridgetRandolph

My cellphone isn't for buying, fb, amazon - it's just

a phone (or gps) :)

Commenter on a blog post

@BridgetRandolph

WRONG.

@BridgetRandolph

in the retail industry, mobile spend is expected to be

15% by the end of 2013.

@BridgetRandolph

smarter

conversion paths for mobile.

@BridgetRandolph

KISS.IMG http://

s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg

KeepItSimpleStupid.

@BridgetRandolph

small steps:link the form fields to the correct

keyboard

@BridgetRandolphSmashing Mag article about touch keyboards

for phone number fields:

<input type="tel" />

for a numeric keyboard, use this:

<input type="text" pattern=“\d*" novalidate />

for any email fields, use this:

<input type="email" />

to disable autocorrect:

<input type="text" autocorrect="off" />

@BridgetRandolphCheat sheet from Baymard

small steps: link the form fields to the correct keyboard

small steps:only ask for information which is

essential to complete the transaction

@BridgetRandolph

example: Amazon 1 Click

small steps: only ask for essential information

small steps:keep people logged in long-term

@BridgetRandolph

thinking bigger: biometric tech

@BridgetRandolph

example: Apple Store

small steps:don’t neglect microconversions

@BridgetRandolph

online/offline integration

@BridgetRandolph

small steps: don’t neglect

example: PayPal

small steps: online/offline integration

big trendmake mobile checkout EASY.

@BridgetRandolph

big trendin-store mobile payment can also add convenience to checkout.

@BridgetRandolph

big trendmicroconversions matter too.

@BridgetRandolph

Discover Explore Buy Engage

Engage

3 main areas- apps- email marketing- social

@BridgetRandolph

apps

@BridgetRandolph

Apple Store: 900,000+ appsGoogle Play: 1,000,000+ apps

@BridgetRandolphSource

7 iPhone apps earned

10% of

app store revenue for iPhone

@BridgetRandolphSource

are you

sure

you need one?

@BridgetRandolph

benefit:it’s a walled garden.

@BridgetRandolph

small steps:saving passwords in the phone

@BridgetRandolph

small steps:ask yourself, does my app:

@BridgetRandolph5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013

add convenience?

@BridgetRandolph

small steps: ask yourself, does my app:

offer unique value?

@BridgetRandolph

small steps: ask yourself, does my app:

provide social value?

@BridgetRandolph

small steps: ask yourself, does my app:

offer incentives?

@BridgetRandolph

small steps: ask yourself, does my app:

entertain?

@BridgetRandolph

small steps: ask yourself, does my app:

if not,

you shouldn’t build it.

@BridgetRandolph

small steps: ask yourself, does my app:

case study: Tesco Homeplus

their sales increased

130% in three months, and their number of registered

users went up by 76% @BridgetRandolphSource

Case study: Tesco Homeplus

big trendcreating a unique experience and meeting a specific user need

@BridgetRandolph

email marketing

@BridgetRandolph

62% of e-mails are

opened on mobile devices. @BridgetRandolphSource: US

Consumer Device Preference Report (Q2 2013)

email marketing

IS mobile marketing.

@BridgetRandolph

and who needs SMS promotions…

@BridgetRandolph

…when you can send push notifications

via email?

@BridgetRandolph

small steps:send emails your customers

want to open.

@BridgetRandolph

remember this?

small steps: send emails your customers want to open

example: Innocent Drinks

small steps: send emails your customers want to open

small steps: use personalisation and context

@BridgetRandolph

avg. open rate for ‘triggered’ emails

is 4x higher than for email newsletters (45-55% vs 10%)

@BridgetRandolphSource

small steps: use personalisation and context

small steps: use personalisation and context

small steps: use mobile-friendly email

templates

@BridgetRandolph

• MailChimp• Campaign Monitor

@BridgetRandolph

small steps: use mobile-friendly email templates

small steps:test your email campaigns with

Litmus

@BridgetRandolph

social

@BridgetRandolph

social is not just a part of the

discovery process.

@BridgetRandolph

a great channel for maintaining

customer

loyalty.@BridgetRandolph

example: Red Bull Wings

@BridgetRandolphhttp://wings.redbullusa.com/

example: Red Bull Wings

big trendmake current customers feel appreciated.

@BridgetRandolph

big trendindividually personalised, if possible.

@BridgetRandolph

bonus example

merging online-offline worlds…

@BridgetRandolph

…but more importantly,

@BridgetRandolph

the takeaway of this presentation:

@BridgetRandolph

extreme personalisationand

context recognition@BridgetRandolph

BMW’s #MININotNormal campaign

@BridgetRandolphSource

(individual)

customer at the centre

@BridgetRandolph

great use of

personalisation

and context

@BridgetRandolph

online/offline

integration

@BridgetRandolph

loyalty to customers

@BridgetRandolph

social

reach@BridgetRandolph

1,941 customers reached.

46,660 YT views just on this video.

@BridgetRandolph

finaltakeaways

to ‘do mobile’ right:

@BridgetRandolph

make it a

core technology

@BridgetRandolph

keep the

user

at the centre @BridgetRandolph

ask yourself:

@BridgetRandolph

How can I use mobile tech to anticipate and fulfill my

users’ needs?

@BridgetRandolph

Surely these are all just ‘marketing’ principles, though?

@BridgetRandolph

true.

@BridgetRandolph

mobile isn’t separate anymore.

@BridgetRandolph

in some ways, it’s just

another ‘browser’.

@BridgetRandolph

it won’t be easy, but it will be

worth it.@BridgetRandolph

so buckle up and enjoy the ride!

key takeaways

thanks.

• mobile’s not separate anymore• track the person not the device• serve the users’ needs first

BRIDGET RANDOLPH

@BridgetRandolph

Other references, sources, and image credits

Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22-bye_bye_marketing_funnel_it_was_fun_while_it_lasted

IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/

Images:showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-statsbest buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpgDevil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpgKISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpgAmazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpgApple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpgPayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-1.jpgPersonalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-marketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg